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It’s ON! NSW launches big new summer tourism push

October 29, 2013 Destination Global, Headline News No Comments Email Email

egtmedia59The NSW Government is investing almost AUD 2 million in a concerted campaign to promote tourism throughout the state over summer.

“In light of the devastation from bushfires in some of the State’s finest tourism regions, the Government is also keen to help the tourism industry in those communities in particular, recover,” NSW Minister for Tourism and Major Events, George Souris, announced on Friday.

“Tourism is a critical part of many of these communities.  Once the fires have been controlled, the Government’s tourism and major events agency, Destination NSW, will work with local operators and community leaders to prioritise where help is needed the most.

“Support will include ensuring in the lead up to a busy summer holiday period, that visitors know the regions are ‘open for business’.”

Sydney and regional NSW’s best tourism experiences, attractions and events will be showcased in a number of campaigns, including a new interactive digital magazine for iPad with video content and simple ‘click to book’ event tickets directly online.

Unveiling highlights of the campaigns, entitled ‘Love Every Second’ and ‘It’s ON’, which began yesterday (Sunday 27 October), Souris said they showcased NSW’s best food and wine, shopping, entertainment, family fun, nature and outdoor experiences.

“They also feature our world-class calendar of ‘only in Sydney’ and Regional NSW events, which Destination NSW estimates will inject more than AUD 225 million into the NSW economy from overseas, interstate and intrastate visitor expenditure.

“The campaigns will appear across print, outdoor and digital media, including the 40-page, full colour magazine called Love Every Second in Sydney and NSW, inserted into 1.9 million newspapers across Australia and New Zealand. The magazine also features two competitions. The first offers winners a ‘money can’t buy’ VIP event experience to enjoy Sydney’s ‘Best Seats in the House’ and the second a VIP experience at CMC Rocks the Hunter.

“In a NSW Government first, the Love Every Second in Sydney and NSW magazine is also available in a digital format that can be downloaded from the Apple Newsstand, allowing visitors from around the world to interact with the campaign from their iPad.”

There are 96,564 businesses in NSW involved in tourism, which directly and indirectly employs 257,000 people.

As at year end June 2013, Sydney received 29.2 million visitors, who stayed 79.9 million nights and spent AUD 13.5billion. In the same period, Regional NSW received 51.3 million visitors who stayed 73.9 million nights and spend AUD 13.1billion.

Destination NSW Chief Executive Officer, Sandra Chipchase, said this season’s campaigns reinforced Sydney and regional NSW as exciting, energetic and unique short break destinations during summer.

“Once again we will have a strong presence in major interstate markets like Melbourne and Brisbane, including outdoor advertising in key CBD locations including the Young and Jackson intersection adjacent to Federation Square and Flinders Street Station in Melbourne, and Brisbane’s shopping hub on Queen Street,” Chipchase said.

“TV advertising will also feature with the new ‘It’s ON!’ TVC presenting the huge range of events on in Sydney and Regional NSW featuring a new music track recorded with talented NSW singers Carmen Smith and Fergus Brown.”

Destination NSW is working with a number of key industry partners such as hotels and airlines who will be involved across the summer campaign including Qantas Airways, Tiger Airways, Air New Zealand, Wotif, Lastminute, Webjet, Zuji, Jetset Travelworld Group and the Accor Hotel Group.

Edited by : Peter Needham

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